Narratives: the Unforeseen Influencer of Privacy Concerns

Abstract: Privacy requirements are increasingly growing in importance as new privacy regulations are enacted. To adequately manage privacy requirements, organizations not only need to comply with privacy regulations, but also consider user privacy concerns. In this exploratory study, we used Reddit as a source to understand users' privacy concerns regarding software applications. We collected 4.5 million posts from Reddit and classified 129075 privacy related posts, which is a non-negligible number of privacy discussions. Next, we clustered these posts and identified 9 main areas of privacy concerns. We use the concept of narratives from economics (i.e., posts that can go viral) to explain the phenomenon of what and when users change in their discussion of privacy. We further found that privacy discussions change over time and privacy regulatory events have a short term impact on such discussions. However, narratives have a notable impact on what and when users discussed about privacy. Considering narratives could guide software organizations in eliciting the relevant privacy concerns before developing them as privacy requirements.